Missguided moves into Westfield Stratford

Friday 29 April 2016 - Talya Misiri

Missguided has acquired its first Bricks and Mortar location at London’s Westfield in Stratford City. The fashion etailer will occupy a 16,000 sq ft store on the first floor of the shopping centre taking over the Dutch fashion brand The Sting, according to Retail Week.

Like many other pureplay retailers, including Amazon, Made.com and Ocado, Missguided is looking to expand into offline retail. The new store will mark the beginning of its UK-wide store roll out strategy. New stores will be appearing in shopping centres as well as on the high street.

The fashion brand currently has concessions in the US with Nordstrom and at Selfridges in Manchester.

It is understood that property agent Savills will assist the etailer in selecting locations across the country.

Missguided had initially shown interest in an Oxford Street location, but discontinued the deal after deciding that it wasn’t “the right fit”.